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The Post-Standard - Social Media Presenation


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The Post-Standard - Social Media Presenation

  1. 1. The Post-Standard<br />Social Media and Emerging Technology <br />Executive Summary: There is an opportunity to hire a Social Media Manager at The Post-Standard to analyze current social media presence, align branding across social media platforms, and lead a team to manage and expand The Post-Standard’s social media presence and increase advertising opportunities.<br />
  2. 2. MarenGuse@marenguse<br />B.S. in Photojournalism from the S.I. Newhouse School of Public Communications at Syracuse University, 2009<br />Interned as a Photojournalist at The Post-Standard, 2008<br />Media and Marketing Project Manager at Northeast Ohio Apartment Association <br />M.S. in Information Management at the School of Information Studies at Syracuse University, expected 2012<br />Social Media Consultant, Crouse Health Foundation<br /><br />
  3. 3. Newspapers Successfully Using Social Media<br />The Washington Post<br />The New York Times<br />The Oregonian <br />The Guardian <br />Boston Globe<br />The Huffington Post – Online only<br />Seattle Post-Intelligencer – Online only<br />– Online only<br /><br />
  4. 4. The Oregonian: Website<br /><br />
  5. 5. The Oregonian: Follow Page<br />The Oregonian and are listed<br />Easy to find primary accounts<br />Easy to navigate<br />Nearly all reporters and photographers are on Twitter<br /><br />
  6. 6. The Oregonian: Twitter<br />!/oregonian<br />
  7. 7. The Oregonian: Facebook<br />Positive<br />Consistent branding<br />Seamless presence between Facebook, Twitter, and the Website<br />Concise Info page<br />Negative<br /><ul><li>Unused Tabs</li></ul><br />
  8. 8. The New York Times: Website<br />Social media links are “above the fold”<br /><br />
  9. 9. The New York Times: Article<br /><br />
  10. 10. The New York Times: Website<br /><br /><br />
  11. 11. The New York Times: Twitter<br />!/nytjim<br />!/lexinyt<br />!/nytimes<br />
  12. 12. The New York Times: Foursquare<br /><br />
  13. 13. Times Union: Follow Page<br /><br />
  14. 14. Times Union: Follow Page<br />Distinguishes between individuals and the organization<br /><br />
  15. 15. Washington Post:Home Page<br /><br />
  16. 16. Washington Post: Twitter<br />!/washingtonpost<br />
  17. 17. Washington Post: Twitter<br /><br /><br />
  18. 18. Washington Post: Twitter Lists<br />!/washingtonpost<br />
  19. 19. Washington Post: Facebook<br /><br />
  20. 20. Washington Post: Facebook Tabs<br /><br />
  21. 21. Democrat and Chronicle<br /><br /><br />
  22. 22. The Huffington Post: <br />Social Media on Every Page<br /><br />
  23. 23. The Huffington Post: <br />Social Media on Every Page<br /><br />
  24. 24. The Boston Globe:<br /><br />
  25. 25. The Boston Globe: Follow Page<br /><br />
  26. 26. The Boston Globe: Deals Tab<br /><br />
  27. 27. The Boston Globe: Deals Page<br /><br />
  28. 28. The Plain Dealer: Live Blogging<br /><br />!/pdsowelltrial<br />
  29. 29. BBC: Live Blogging<br /><br />
  30. 30. NPR & NYTimes: Live Tweeting<br />NYTimes: Nick Kristof<br />NPR: Andy Carvin<br />!/nickkristof<br />!/acarvin<br />
  31. 31. Magazines Successfully Using Social Media<br />The Atlantic<br />The New Yorker<br />Wired <br />CNY Woman<br />Harvard Business Review<br />ESPN<br />
  32. 32. The Atlantic: Website<br />Seamless online presence between Facebook, Twitter, and the Website<br /><br />
  33. 33. The Atlantic:Follow Page<br /><br />
  34. 34. The Atlantic: Twitter<br />Positive<br />Consistent branding<br />Clear and consistent naming of niche handles<br />Facebook URL<br />Good use of Retweets, mentions and hash tags<br />Social media manager often manually tweets<br />!/TheAtlantic<br />
  35. 35. The Atlantic: Facebook<br />Positive<br />Entry page is the magazine Cover<br />“Likes” other The Atlantic Pages<br />Simple About section<br />Twitter Tab<br />Effectively uses Tabs<br />Negative<br /><ul><li>Too many Tabs</li></ul><br />
  36. 36. The Atlantic: Facebook<br />Info Tab: Seamless online presence across platforms<br />Engagement: Questions encourage response and foster discussion<br /><br />
  37. 37. CNY Woman: Digital Publication<br /><br />
  38. 38. Other Tools <br />CrowdMap<br /><ul><li>Collect information from cell phones, news and the web
  39. 39. Aggregate that information into a single platform
  40. 40. Visualize it on a map and timeline</li></ul>ShortStack<br /><ul><li>Tool for Facebook tabs and contests</li></ul>ScribbleLive<br /><ul><li>Live blogging software and plugins</li></ul>HootSuite<br /><ul><li>Tool for managing multiple social media accounts and tracking metrics</li></ul>Storify<br /><ul><li>Tool for collecting and organizing content from the social web</li></ul>Texterity<br /><ul><li>Tool for building an iPad/iPhone/Android magazine app (Used by Entrepreneur, Ad Age, Better Homes and Gardens)</li></li></ul><li>Analysis of The Post-Standard<br />Website, Twitter and Facebook<br />
  41. 41. Goals:<br />Enhance the branding of The Post-Standard to reflect the lively and multifaceted multimedia company <br />Establish The Post-Standard as a community leader and champion of Syracuse and Central New York <br />Create partnerships with opinion leaders in the Central New York community and build, expand and maintain an active online community <br />Increase advertising revenue by driving traffic <br />Explore untapped advertising avenues <br />Track The Post-Standard’s social online presence through a variety of metric tools<br />
  42. 42. The Post-Standard is Perfect for Social Media<br />Unique, quality content<br />Print magazines<br />Print newspaper<br />Quality journalism<br />Widely known and visible brand<br />Trusted news source<br />Variety of advertisers<br />Beginnings of social media integration on<br />
  43. 43. Opportunities for Improvement with Social Media<br />Consistent branding across all platforms <br />Seamless transition from website to external platforms<br />Enhance user experience on the website<br />Add personalization<br />Active social media presence<br />Targeted advertising on website and external platforms<br />
  44. 44. Central New York Sports Magazine<br /><br /><br />
  45. 45. Central New York Sports Magazine<br /><br />
  46. 46. CNY Business Magazine<br /><br />
  47. 47. CNY Business Magazine: Digital Edition<br /><br />
  48. 48. User Experience<br /><br />
  49. 49. User Experience<br /><br />
  50. 50. User Experience<br /><br />
  51. 51. User Experience<br /><br />
  52. 52. User Experience<br /><br />
  53. 53. User Experience<br /><ul><li> @PostStandard is not listed
  54. 54. Majority of individuals are not on Twitter</li></ul><br />
  55. 55. User Experience<br /><ul><li> Does not specify which Twitter accounts belong to the organization</li></ul><br />
  56. 56. Twitter Presence: Branding<br />Sports<br />News<br /><br />!/PostStandard/ps-twitter/members<br />
  57. 57.
  58. 58. Twitter Presence<br />Positive<br />Consistent stream of quality content <br />List of some of the other Twitter accounts<br />Opportunities for Improvement<br />Inconsistent branding across accounts<br />Inconsistent names across accounts <br />Long stretches without posting <br />No retweets, mentions or hash tags<br />Clear that it is automated <br />!/PostStandard<br />
  59. 59. Facebook Presence<br />The page does not reflect the current design of The Post-Standard<br />There is an opportunity to add a Facebook presence to The Post-Standard’s overall strategy<br />Facebook is the perfect place to communicate with frequent site visitors<br /><br />
  60. 60. Facebook<br /><br />
  61. 61. Targeted Advertising: Website<br /><br />
  62. 62. Targeted Advertising: Website<br /><br />
  63. 63. Value of Social Media on Your Bottom Line<br />Content is key – The Post-Standard has content<br />Links strategically placed on social media sites will drive traffic to quality content on the website<br />An engaged online community will increase return visits and link sharing - virtual word of mouth and brand loyalty <br />Social media sites provide a number of unique ways to involve advertisers <br />Targeted advertising increase click through rates<br />Resources <br />The Post-Standard has the know-how of a web designer and graphic designer and content from many journalists<br />Most tools are free – only expense is time<br />Social Media Manager<br />
  64. 64. Proposal: Social Media Manager<br />Enhance over user experience online and align branding<br />Strategic content delivery to niche markets<br />Integration of social media into daily workflow<br />Analyze user interaction and traffic streams<br />Provide quick customer service through social media<br />Explore the social web for opportunities<br />Manage an active social media hub on<br />Take content that is already budgeted for and turn it into additional traffic<br />Example: With access to internal database, post unpublished photos to blog space on Syracuse.comand share on social media<br />Live blog from the scene – ask the community which one to cover<br />
  65. 65.<br />